Use of Content Marketing Campaigns Expected to Grow in 2020

Marketers say their use of content-driven campaigns will increase in 2020, and still grow over subsequent two years.

According to a replacement report from eMarketer, 80% of selling professionals worldwide say the utilization of content marketing campaigns will grow. Only 2% of marketers say the utilization of content marketing will decline, and 19% say it'll stabilize.

Moving beyond editorial-style content and social media, more marketers are turning to non-traditional sorts of content creation.

For example, 90% of marketers say they decide to use audio/podcasts in their campaigns in 2020. an identical percentage plans to use emerging technology like augmented reality.

Jillian Ryan, principal analyst at eMarketer, speaks to those survey results:

Suffering from fewer conversions for an equivalent ad spend on your Google Ads?

Your ads could be getting click fraud. Check if you would like to guard your ads from competitors & bots. Simple setup. Start your free checkup today.

 “Content, when produced strategically and with regularity, are often the backbone of a marketing and advertising plan. It should be created for a selected audience and shared within the most relevant channel to succeed in the intended audience. Brands are beginning to realize that content-led strategies can inform and supply fuel for many of their other marketing and advertising initiatives.”

Content Marketing Resources

If you’re one among those marketers getting to expand your use of content-driven campaigns this year, confirm to see out our most-read and most-shared resources from 2019.

Learn where to take a position some time and resources this year with Julia McCoy’s guide to the highest 5 trends to understand in SEO & content marketing.

 

Of course, if you’re outputting more content you would like to ascertain a return thereon effort. Julia McCoy provides further guidance with 5 creative ways to spice up your content marketing ROI.

Lastly, see what’s ahead for content marketing this year with this text on 5 big content trends for 2020.

California Law Threatens Freelance Journalists

A new California law targeting the “gig economy” goes into effect in January 2020. Many freelance journalists are worried that it's going to end their careers. The law was intended to assist secure journalism jobs. But some freelance journalists fear they're going to be losing their livelihoods. This law can also impact content marketing since such a lot of it relies on freelance journalism.

One person tweeted: “It doesn’t matter what profession it’s aimed toward . the consequences are going to be devastating for freelance writers in CA, and you ought to hear them rather than ruining their livelihoods.”

Exemptions for Freelance Journalists?

According to the Hollywood Reporter and tweets on Twitter, many freelancers are having a meltdown over this law.

“…the exemption for freelance journalists …contains what some say may be a potentially career-ending requirement for a writer to stay a contract r: If a freelance journalist writes for a magazine, newspaper or other entity whose central mission is to disseminate the news, the law says, that journalist is capped at writing 35 “submissions” per annum per “putative employer.” “

Miscommunication May Have Led to Freelance Cap of 35 Articles

A Twitter discussion between the laws author, Assembly Woman Lorena S. Gonzalez (@LorenaSGonzalez) and Randy Dotinga (@rdotinga), of the American Society of Journalists & Authors, who attended feedback meetings when the law was being crafted highlighted how each side , freelancers and legislators, had not fully communicated.

California Assemblywoman Lorena S. Gonzalez tweeted:

“We agreed to form it 35 & broaden the language on submissions. I left a gathering w/ people agreeing. i do know there have been subsequent emails w/staff. You weren’t involved that? to not redirect all the very kind & effective comments about how stupid i'm , just simply stating fact.”

To which Randy responded:

“I checked our notes: The bill had submission cap at 25. We met with you and discussed submission cap and bill language. 35 didn’t come up. I asked if you'll do a cap of 52 if our coalition would stand down and support the bill. You said no…

…then 1 of your staff members emailed me about revised language with 35 cap, among other things. Reply: “We would, of course, like better to see a better cap, but we do appreciate that it's risen to 35.” I wanted to be friendly and figured the ship had sailed on the 35 cap”

Assembly woman Gonzalez answered:

“W discussed a 35 cap then talked at length about broadening the definition of submission. We did both within the language.I was actually therein meeting with you.”

Randy contradicted her assertion:

ADVERTISEMENT

“W.. don’t recall 35 arising at our meeting, and it’s not in our notes… That being said, I might be wrong or we could have miscommunicated.”

Freelancers are Discussing on Twitter

According to Randy Dotinga (of the American Society of Journalists & Authors), he tweeted that there are exemptions.

“There may be a business to business exemption within the law with several criteria that you simply must meet. But albeit you meet the standards , you'll still be blacklisted if your client doesn’t want to affect figuring all this out. it's on them to follow the law.”

According to Randy, the law only affects writers in California. He also tweeted that this law doesn't affect marketers. It only targets journalists.

“And marketers! I can write many press releases on a contract basis and it’s no problem. But i need to be placed on staff or sacked if I write 36 freelance columns about the homeless…”

He also tweeted:

“We should return to Borello. Journalists are protected by the primary Amendment and therefore the state constitution. Marketing writers haven't any limitation on their work as freelancers per #AB5, yet journalists who write do. Does that sort of targeting seem constitutional to you?”

This is what the law says:

“The bill would exempt specified occupations from the appliance of Dynamex, and would instead provide that these occupations are governed by Borello.

These exempt occupations would come with , among others, licensed insurance agents, certain licensed health care professionals, registered securities broker-dealers or investment advisers, direct sales salespersons, land licensees, commercial fishermen, workers providing licensed barber or cosmetology services, et al. performing work under a contract for professional services, with another business entity, or pursuant to a subcontract within the housing industry .“

Freelance writer Kassy Dillon tweeted:

“California is capping freelance writer articles at 35 a year. I could pass that during a month. It’s absolutely ridiculous that the govt here wants to harm people that prefer to freelance and have a more flexible career.”

She also tweeted how this impacts her as a full time student:

The author of the California law tweeted that she was hospitable working to enhance the law. She cautioned that any changes won’t be added before the law goes into effect.

“I will still work with freelancers, the industry & unions that represent writers to ascertain if there are further changes that ought to be made, especially for digital quick jobs. But, this won’t get resolved just on twitter. And it can’t happen before January 7…”

Nevertheless, many are feeling anxiety about this new law. One freelance journalist tweeted:

“Every single freelancer writer i do know in CA is more scared of this than we were of Trump’s bill , which was awful for us. Every non CA freelance writer i do know is incredibly grateful they don’t live here and aren’t subject to this…”

Impact of California Law on Freelance Journalism

ADVERTISEMENT

There seems to be a scarcity of clarity at now in time.

On the one hand, as seen within the tweet by Randy Dotinga cited above, there's the interpretation that certain business types are excluded.

That would seem to be like outsourcing work to a temp staffing company. Can a journalistic enterprise outsource their journalists? As Randy observes, the seemingly multiple ambiguities within the laws may force companies to prevent hiring freelancers.

An Official Creative Commons WordPress Plugin Makes Content Attribution Easier

Creative Commons has created a WordPress plugin which makes it easier to attribute and license content.

The plugin, simply called ‘Creative Commons’, is an upgraded version of the organization’s old plugin called WPLicense. as long as the old plugin wasn’t compatible with versions of WordPress beyond 3.8.1, it’s fair to mention a replacement and/or updated plugin was overdue.

Since the plugin is updated to be compatible with the newest version of WordPress (5.2.2) it’s compatible with Gutenberg’s new block editor. It features eight blocks dedicated to licensing posts, pages, images, and other sorts of media.

The plugin’s intuitive settings allow users to specify attribution text, also as customize the background and text colors. It comes with “one click attribution” for images which makes it especially easy to display license information.

Several features from older versions of the plugin still exist, like the power to line a default license and use it within the footer or as a widget. In Appearance > Widgets, the CC License widget are often dragged to any widget area just like the side-bar and every one other available areas.

Users will have the choice to license a whole site, or simply select posts, pages, and pictures . It’s also multisite compatible.

The plugin are often downloaded from the official WordPress plugin repository here.